PRIME TIME ENTERTAINMENT - 2ND AMENDMENT (#2025199)

Page 2 of 5 County Shelter in Place Order in 2021, and the small venue theater industry has been steadily rebuilding. Upon re-opening for theater shows in 2021, the City of Pleasanton entered into a new Professional Services Agreement with Esses Productions for theater production services through June 30, 2024. During a three-year period with Esses Productions, cost recovery rates were approximately 53% per year. Per the City’s Master Fee Schedule, these types of shows should recover between 76 and 100% of costs. At the January 17, 2023 City Council meeting, staff provided a presentation on the Firehouse Arts Center’s programming strategies and goals, and shared updates on theater shows, engagement and attendance (Attachment 1). Council members expressed interest in increasing attendance trends, as the number of shows and attendance had not reached pre- COVID numbers. To increase attendance and the quality of shows, staff developed strategies to enhance engagement at the Firehouse Arts Center through new booking models and outreach. One key strategy was a Request for Qualifications (RFQ) for a theater production contractor, to solicit new performing artists that meet audience interests and increase ticket sales to meet council- approved cost recovery goals. DISCUSSION In April 2024, the City distributed an RFQ for theater production services. As part of the process, notification of the RFQ was posted on the City website. Two vendors responded to the RFQ. A panel of six staff reviewed respondents’ written proposals, scored independently based on criteria required by the RFQ, and contacted references listed by the respondents. After a thorough evaluation process, the panel reconvened to discuss and make a final decision. Prime Time Entertainment (Prime Time) was unanimously chosen as the preferred vendor based on several factors: • Prime Time has 37 years of experience providing theater production services throughout the Bay Area to other municipalities, including Danville, Fremont and Sunnyvale • Reference checks yielded positive feedback on satisfaction of work, professionalism, responsiveness, and quality • Prime Time has demonstrated quality of work and expertise in the field of theater production services • Prime Time provides a fee rate that aligns with the City’s cost recovery goals and includes additional items not covered in previous agreements, such as Contractor liability insurance coverage and the Contractor’s inclusion of hotel costs for performers, which totaled over $5,000 in FY 2023/24. The proposed fee schedule and scope of work are outlined in the Draft Professional Services Agreement and Exhibit A (Attachment 2). Cost Recovery Metrics According to the City’s Master Fee Schedule, “Theater Shows” belong in the 76-100 percent cost recovery category. If approved, the total projected City expenses paid to Prime Time and Docusign Envelope ID: 5062CBEB-86D1-4094-8E6E-D2DD28010A5C